Facebook On The Move: Mobile Video
Featured image courtesy of Wikipedia.
Facebook is one of the most widely used — if not the most widely used — social media platforms available on web and mobile devices today. And in 2017, digital content is set to conquer the platform itself.
Andrew Bosworth, vice president of ad and business, says that in 2017, Facebook is to become an all encompassing app, making the social media platform more smartphone oriented. Facebook is on its way to achieving its goals in promoting more digitally based video content in the coming year, with programs introduced in 2016 — Facebook 360 and Facebook Live.
Facebook 360 was introduced in 2016. The panoramic feature can only be used effectively on the Facebook app. When viewed on a computer, the panoramic video appears in full. However, when viewed on the Facebook app, the video can be fully experienced as the app user rotates their phone.
This feature is fantastic for content providers who want to share their message through an engaging medium. This feature will also assist in steering Facebook into a more app-based direction, away from computer use.
National Geographic regularly posts 360 videos on Facebook showcasing natural parks and environmental landscapes. In March 2016, National Geographic uploaded a 360 video of active volcano Klyuchevskoy while it was erupting. The video has 7.7 million views on Facebook and 116,000 shares.
The use of 360 video here provides viewers with a unique perspective they otherwise wouldn’t get. It’s rare that one gets to witness a volcano erupting in person. The use of an alternate reality video experience is unique and allows the audience to have a more interactive experience with the content.
Facebook Live is a program that allows any Facebook user to record and stream videos in real time. The videos are recorded through smartphone cameras alone, another idea that relates to Bosworth’s goals for 2017.
Facebook launched a campaign to promote the program in 2016, to increase awareness and understanding. The ad campaign was broken into two stages: The first focused on increasing awareness of the format, and the second as a tutorial phase. The ads highlighted the fun and spontaneity of the format by featuring real videos by real users.
“The creative is meant to be as authentic as going Live is” (Tim Nudd, AdWeek).
Benefit Cosmetics does a great job of using Facebook Live. The company records live videos consistently throughout the week, in a similar way to scheduled television programming. Benefit livestreams a half-hour long program titled “Tipsy Tricks” every Thursday at 4pm.
In the videos, Benefit employees get together, drink, and talk about makeup and skin care. Through the livestream service, Facebook watchers are able to send in their comments or questions and the employees can respond in real time.
This is successful because it creates an organic, personal bond between the audience and the brand. The live stream makes viewers feel as though they are casual friends, spending time together. The intimate live medium bonds the viewers personally with the brand.
Other apps have embraced the same idea. Apps like Instagram and Snapchat are rooted in providing visual and video content among users. Instagram Live allows users to share videos that will not be available for later viewing after 24 hours, while Facebook Live videos can remain on the social networking site and app for as long as the creator wishes.
Snapchat videos are published on a user’s “story” and able to be shared with any followers, or viewers, the user communicates with. One of the largest differences between the platforms is that Facebook Live videos can record up to 90 minutes of content, while Snapchat Stories can only record up to 10 seconds.
Facebook has reached status as one of the main leaders in digital video advertising. Its use of raw, interesting, and engaging video formats are resonating with users. As digital ad revenue is projected to increase by 12.7 percent from 2014 to 2019, digital media is becoming more important than ever. Additionally, Facebook is a leading medium in digital ads. Facebook now controls 16.6 percent of the digital ad market, a 59 percent digital ad revenue growth from 2014 to 2015.
Katie Murray is a Marketing Intern for Green Buzz Agency. She reports on the latest trends in Video Production and Video Marketing. She spends most of her time on Facebook watching funny videos.